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Oman targets Chinese market with roadshow and direct flight

Saturday, 29 November 2025 18:53

Muscat – Ministry of Heritage and Tourism (MHT) will begin a tourism roadshow in China on Monday, launching workshops in Beijing, Shanghai and Guangzhou as part of efforts to strengthen its presence in Asian markets and expand cooperation with key sector partners. The delegation will be led by H E Azzan bin Qasim al Busaidi, […]

Muscat – Ministry of Heritage and Tourism (MHT) will begin a tourism roadshow in China on Monday, launching workshops in Beijing, Shanghai and Guangzhou as part of efforts to strengthen its presence in Asian markets and expand cooperation with key sector partners.

The delegation will be led by H E Azzan bin Qasim al Busaidi, Undersecretary for Tourism, and includes representatives from 22 Omani tourism institutions.

A key feature of the programme is the launch of a new China Eastern Airlines route linking Beijing Daxing International Airport and Muscat. The ministry said the route, developed in cooperation with Oman Airports, marks a significant step in improving air connectivity and increasing visitor flows between the two countries.

The workshops will act as a promotional platform for Omani companies and hotels, highlighting experiences suited to Chinese travellers and showcasing Oman’s heritage, natural landscapes and emerging sustainable tourism products.

Meetings are also planned with major Chinese tourism companies to present investment opportunities in Oman. The ministry said the focus will be on developing innovative products aimed at new market segments, supporting long-term growth and opening fresh avenues for cooperation.

Haitham bin Abdullah al Ghasani, Director General of Tourism Promotion at MHT, said China remains one of the world’s most important tourism markets, noting its high-spending profile and interest in destinations offering nature, culture and distinct experiences. He said Oman’s geographical and cultural diversity aligns well with these preferences.

Ghasani added that a stronger presence in China will raise awareness of Oman as a destination and provide opportunities to work closely with agencies and booking platforms. He noted that the ministry is prioritising sustainable travel and cultural experiences as part of its outreach.

He said Dragon Trail was appointed this year as MHT’s representative in China, tasked with running digital campaigns, hosting media visits and influencers, arranging familiarisation trips, and conducting promotional events across multiple regions. The company also provides data and analysis on Chinese traveller behaviour to support targeted marketing.

According to Ghasani, the China roadshow forms part of a broader strategy to diversify tourism markets and increase global awareness of Oman as a safe and authentic destination offering varied experiences. The ministry is focusing on attracting middle- and high-income travellers from China as part of its long-term plans.

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